When we think about conversion rate optimization (CRO), we usually focus on tweaking web pages: adjusting copy, refining CTAs, or reorganizing layouts. But sometimes, the real obstacle to higher conversions isn’t on the page itself. Instead, it might be rooted in your product, pricing, service, or even the entire business model. This article dives into how the true bottleneck in conversions can sometimes lie deeper and why making strategic adjustments at the business level can be the key to unlocking growth.
No matter how optimized your landing page is, a poorly priced or misaligned product can drive potential customers away. Imagine trying to sell a regular chewing gum for $100 when the same product is available elsewhere for just $2. Users are savvy; they know when something’s overpriced, and no amount of design or persuasive copy will overcome an obvious pricing issue.
Example: If you’re running a premium-priced product, it needs to offer perceived value that justifies the cost. This means having a unique proposition or premium features that are unmatched by cheaper alternatives. Otherwise, users will abandon their purchase, recognizing that they can find similar or identical products at a lower price elsewhere.
In short, your product or service must align with user expectations in terms of value and price. If there’s a fundamental mismatch, conversion optimization at the page level won’t be enough.
We worked with Careship, a service that helps users find caregivers for seniors and people needing assistance. Initially, the platform allowed users to book caregivers, but it didn’t provide any choice in selecting who their caregiver would be. The lack of selection created a disconnect; users wanted to feel involved in choosing the person providing care for their loved ones. To solve this, we ran A/B tests to explore how giving users a choice of caregivers could impact conversions.
The results were striking: allowing users to select their caregivers led to a 300% increase in conversions. This shift in the business model—from a straightforward booking service to a marketplace where users can choose caregivers—aligned better with what users valued, namely, personalized control and choice.
However, new challenges emerged: Popular caregivers were chosen over 90% of the time, creating an imbalance in availability. While the marketplace model was highly successful in driving conversions, it introduced logistical hurdles that required further adjustment.
This case illustrates how conversion optimization isn’t just about the user interface; sometimes, it’s about innovating within the entire business structure. By allowing choice, Careship saw a huge conversion boost, but it also had to adapt to new operational dynamics. This is the nature of business evolution—adjustments in one area can highlight or create other challenges that need solving.
Businesses aren’t static. The way a business operates today may look entirely different a few years down the line. As customer expectations, technology, and competitive landscapes evolve, so too must your business model. Many successful businesses undergo significant transformations from their initial concept. In fact, business model changes are often necessary for growth. CRO can play a critical role in this evolution, helping identify areas where adjustments can lead to increased value for users and improved alignment with their needs.
For example, subscription-based companies might initially target individuals but later find better conversion rates and revenue by adapting to corporate clients. Similarly, a product-driven company might explore service-based offerings if user research suggests it would yield higher satisfaction and recurring revenue.
Conversion optimization can highlight these shifts by revealing what users truly want and which aspects of your business align (or don’t align) with these desires. By continuously testing, you can pinpoint when to pivot or enhance your offering to improve the user experience and capture more value.
When considering changes to your product, service, or model to boost conversions, here are some actionable strategies:
As seen with Careship, offering choice can significantly improve user satisfaction and increase conversions. Allowing customers to choose products or tailor services to their needs often enhances the experience and makes users more likely to convert.
If pricing is a barrier, consider offering different levels or tiers that allow users to access your product or service at a price point that suits them. For high-ticket items, flexible payment plans can also make a big difference in conversions, especially for cost-sensitive users.
If your product or service has features or qualities that are hard to find elsewhere, emphasize these differentiators. Customers will pay more if they feel your offering delivers something genuinely unique or valuable that they can’t easily find elsewhere.
Before committing to a major change in your business model or product offering, conduct A/B tests to validate user interest. This allows you to make informed decisions based on data rather than assumptions.
Every change has consequences. As with Careship’s marketplace shift, adjustments can introduce new challenges, like an imbalance in caregiver selection. Ensure you have systems and flexibility in place to address any operational shifts that may result from CRO-driven insights.
Following established industry standards and offering familiar user experiences are generally safe bets for higher conversions. However, as businesses grow and user needs become more defined, conversion optimization may push you to rethink parts of your offering. Sometimes, subtle changes in how your product is positioned, or even a new distribution model, can better align your business with user expectations, leading to significant increases in conversions.
If you’re considering a bold change, look to proven industry models. For instance, businesses like Amazon have conditioned users to expect certain standards, like easy navigation and quick checkout. Mimicking these expectations while adapting to your unique offering can create an innovative yet user-friendly experience.
In the world of CRO, adjustments aren’t always limited to pages or layouts. Sometimes, conversion optimization illuminates broader areas for growth, from product modifications to entire business model pivots. If your conversions aren’t improving despite optimization efforts, it might be time to examine the core of what you’re offering.
Ready to explore how conversion optimization can reveal growth opportunities for your business? Contact us today for an expert consultation and learn how data-driven adjustments can unlock untapped potential in your product, service, or business model.
Share:
